The Challenge: The core UX challenge was translating an abstract personal development philosophy (F.U.E.L.: Focus, Urgency, Effort, Learning) into a clear, trustworthy, and actionable conversion pathway. My primary goal was to guide visitors seeking high-stakes personal transformation, through the offerings without cognitive friction. This required a strategic Information Architecture to separate the brand's Mission and Philosophy (building trust) from the diverse Actionable Programs (driving sales), while minimizing decision fatigue.

The Solution: Based on the user's likely mental model (seeking inspiration first, then an entry point), I designed a funnel-focused layout using a clear visual hierarchy. The design strategically segments content to first build credibility (Mission/Philosophy) and then immediately offer the low-barrier entry point: the complimentary 7-Day FUEL Challenge. Each key product (7-Day Challenge, Coaching Programs, E-Book, Merchandise) received its own visually distinct section with high-contrast, specific calls-to-action (Sign Up, Explore Plans, Buy Now) to eliminate guesswork and streamline the user's journey to purchase or enrollment. The site was developed with Wix to create a responsive, modular structure, ensuring consistent scannability and ease of content management while reinforcing the brand's clean, motivational aesthetic across all devices.